Mobile money usage and continuance intention among micro enterprises in an emerging market – the mediating role of agent credibility

Abstract

Purpose Currently, mobile payments have become pervasive in electronic commerce and are steadily increasing in many regions worldwide. In the literature, however, its continued usage among consumers is deemed equivocal, particularly among small businesses. This study uses the unified theory of acceptance and use of technology (UTAUT) to examine mobile money continuance intention among micro enterprises in an emerging/less-developed economy. This study aims to explore the mediating role of agent credibility on this relationship, given that these agents are contingent actors between service providers and mobile money users. Design/methodology/approach After a preliminary qualitative enquiry, quantitative data collected from 584 micro enterprises were tested from the UTAUT perspective, using structural equation modelling. Findings Findings from the study establish the applicability of the UTAUT in explaining the antecedents, motivations and continuance intention of mobile money usage among micro enterprises. Further, beyond their direct effects, the UTAUT conditions have indirect effects on the continuance intention through their effect on perceived agent credibility. Originality/value The findings provide evidence to issues of research and managerial interest, offering insightful implications to the academic and practitioner communities, respectively.